Marvin Jirous

and Sonic Success

Marvin Jirous, one of Perry’s most successful and enterprising sons, was responsible for making the Sonic, one of Oklahoma’s most successful and popular fast-food corporations, what it is today. His story is one of integrity, hard work, innovation, influence, and perseverance. From farm-boy to entrepreneur and corporate president, the tale of Marvin Jirous inspires and encourages all Oklahomans to strive to succeed. Jirous grew up on a farm southeast of Perry to parents from Eastern Europe and Czechoslovakia. His father worked the family farm and drove a taxi cab. Young Marvin Jirous worked at the M&W Grocery after school and on weekends. His father taught him integrity and American values. When Troy Smith and Charlie Pappe changed the name of the drive-in restaurant chain from “Top Hat” to “Sonic,” they heard from one of their equipment suppliers about a hard working couple running the Dairy Boy in Fairview. Marvin Jirous and his wife, Barbara, were asked to become partners in opening a new Sonic. In 1962, they opened their first Sonic in Alva, Oklahoma with Charlie Pappe.

At the time, Sonic was just a small kitchen and work area attached to canopies over 22 parking spaces, pointof-sale menu boards, and intercoms, based on a design Charlie Pappe had developed. Jirous and his wife worked hard to learn every aspect of running the business with accounting lessons from Pappe and kept the costs low. Within three years, they had part ownership in six Sonics. Their success was partly overshadowed by the death of their dear friend, Charlie Pappe, who had a massive heart attack and passed away at just 51 years of age. Another of Charlie Pappe’s recruits to the Sonic family was Matt Kinslow of Seminole County. Kinslow and Jirous were close friends. In 1967, Sonic founder Troy Smith asked them both to join him at Sonic headquarters to run the Sonic supply. They would manage the equipment packages and the training for each new Sonic drive-in restaurant. That meant that for the next several years, Jirous spent Mondays in Alva, Tuesdays in Blackwell, Wednesdays in Ponca City, and Thursdays through Sundays traveling across western Oklahoma supervising installations and training. New Sonics began opening at an increased rate from five in 1968 to nine in 1969. There were 16 new Sonics in 1971 and 28 in 1972. The growth created a need for a new corporate

structure. In 1973, Sonic Industries was born. It included five company-owned restaurants, the equipment operation, and ownership of the franchising operation. Troy Smith was Chairman of the Board, and Marvin Jirous was now President of the fastest growing quick service restaurant chain in the United States. Sonic opened 700 stores in two years. Jirous served as Sonic President from 1974 to 1980 driving expansion with his “option book.” The option book was where decisions were made on who got a franchise and where each franchise would be located. It was a balancing act between protecting and supporting existing franchisees and expanding into new territories in a sustainable way. Jirous also added the “Standard Sonic Menu” but allowed innovation giving all Sonics the option to add a breakfast menu. He increased royalty payments to create a common advertising fund. The first advertising campaign was built around a Beach Boys musical theme. The next was inspired by the television show “Happy Days.” As the pace of expansion sped up, Sonic gained national attention. By 1978, there were more than 1,000 Sonics across 20 states. Corporate income grew from $246,000 in 1974 to $17.3 million in 1977. When a national recession hit in the late 1970s, Marvin Jirous stepped down as corporate President to rescue his own Sonic franchises. He focused on expanding his network and looking for investment opportunities. Ultimately, the number of Sonics owned by or associated with Marvin and Barbara Jirous grew to 85. Marvin Jirous remained a farm boy at heart. He still owns his family’s farm southeast of Perry. He and his son bought additional farms as well. On one of those farms, drillers found an extension of the Ames Hole. Jirous, ever the entrepreneur, also invested in and sold banks to MidFirst Bank. The Jirous’ successes have been generously shared over the years. They sponsored a number of exhibits at the Oklahoma History Center, including Launch to Landing: Oklahomans and Space. They have enjoyed giving to OETA, where they are regularly thanked on air for being “Producers.” They served as founding partners of the Perry Alumni Association, and they support the Cherokee Strip Museum, dedicated to collecting, preserving, and sharing the story of Perry, right back where their story started.

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